Wednesday, August 26, 2009

Sales Enablement: A Key Goal of B2B Marketers

As B2B marketers, many of us have mainly focused on lead flow to sales as our key driver. Lead flow is definitely an important and vital part of good B2B marketing and sales alignment, but it is not the only area that should be focused on. Marketing can also bring insights, process, and relationship-building tools to the sales teams they serve, and by doing so, give their sales teams a better ability to understand, manage, and close deals with their prospects.

In a new eBook - "Beyond Lead Flow - Enabling Sales Through Marketing Automation" - 5 main areas that marketing can enable sales are discussed.

The 5 main areas where marketing can enable sales are:

  1. Understanding Individual Prospects - their areas of interest, level of engagement, and hot buttons

  2. Understanding Accounts - who the key players, who are your internal champions, and who still needs to be engaged in order to move a deal forward

  3. Understanding Territories - which accounts are actively engaged in buying processes with your company within each salesperson's territory

  4. Building Relationships - providing your sales team with a strong relationship with prospects through personalized marketing to their prospects

  5. Maintaining Top-of-Mind Presence - assisting sales with any sales calling campaigns by actively maintaining top-of-mind presence of your brand with prospects

The Sales Enablement eBook is free, with no registration required. However, if you enjoy the content, my only ask is that you share it with others:

Share this eBook on Twitter.

Many of the topics on this blog are discussed in more detail in my book Digital Body Language
In my day job, I am with Eloqua, the marketing automation software used by the worlds best marketers
Come talk with me or one of my colleagues at a live event, or join in on a webinar